Salman Khan finds the answer to 'What's beneath a Scot's kilt?' in new Dixcy Scott ad

The campaign has been created by Ogilvy & Mather

ETBrandEquity

September 27, 2016, 08:36 IST

Dixcy Textiles and parent company of men's innerwear brand Dixcy Scott, has rolled out its new advertising campaign. The brand recently signed up Bollywood actor Salman Khan as its brand ambassador, and the new campaign is humorous, as opposed to action-oriented, like the brand's previous ads. The new campaign aims to highlight Dixcy Scott’s fit and quality, and has been conceptualised by Ogilvy Advertising.

This is the agency's first campaign for the brand after it won the account without a pitch process early this year.

Premji Sikka, founder, Dixcy Scott, said about the campaign, "The brief to the agency was to highlight the fit and quality of the product. While the brand would love to talk about entire range of innerwear, talking about underwear when a celebrity is involved would be a challenge. So in the ad while Salman is wearing a vest, the agency has managed to include underwear and extend the proposition of ‘Fully elastic, fully fantastic’ to the entire men’s innerwear range."

Added Piyush Pandey, executive chairman & creative director, Ogilvy South Asia said, "This campaign marks the return of a lethal combination - Dixcy Scott and Salman Khan. We decided to leverage Salman for his great ability to pull off humour in way that connects with the masses. The brand promise is captured in a simple and fun line - 'Fully Elastic, Fully Fantastic’. We look forward to a long partnership with Dixcy Scott."

The ad shows Salman Khan indulge in a 'jugalbandi' of bagpipes with Scotsmen. He is trying to find the answer to the popular question: Do Scots wear anything under their kilts? At the end of the ad, he is shown to get his answer. Watch the ad here: